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Add-on Pricing, Naive Consumers, and the Hidden Welfare Costs of Education

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Listed:
  • Kosfeld, Michael

    (Goethe University Frankfurt)

  • Schüwer, Ulrich

    (Goethe University Frankfurt)

Abstract

Previous research shows that firms shroud high add-on prices in competitive markets with naive consumers leading to inefficiency. We analyze the effects of regulatory intervention via educating naive consumers on equilibrium prices and welfare. Our model allows firms to shroud, unshroud, or partially unshroud add-on prices. Results show that consumer education may increase welfare; however, it may also decrease welfare if education is insufficient to alter the equilibrium information and pricing strategy of firms. Educating consumers may do more harm than good and should thus only be considered if the regulator is sufficiently well informed about consumer and firm behavior.

Suggested Citation

  • Kosfeld, Michael & Schüwer, Ulrich, 2011. "Add-on Pricing, Naive Consumers, and the Hidden Welfare Costs of Education," IZA Discussion Papers 6061, Institute of Labor Economics (IZA).
    • Handle: RePEc:iza:izadps:dp6061
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    Cited by:

    1. Mark Armstrong & John Vickers, 2012. "Consumer Protection and Contingent Charges," Journal of Economic Literature, American Economic Association, vol. 50(2), pages 477-493, June.
    2. Paul Heidhues & Botond Kőszegi & Takeshi Murooka, 2017. "Inferior Products and Profitable Deception," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 84(1), pages 323-356.
    3. Renato Gomes & Jean Tirole, 2018. "Missed Sales and the Pricing of Ancillary Goods," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 133(4), pages 2097-2169.
    4. Tirole, Jean & Gomes, Renato & Bourguignon, Hélène, 2014. "Shrouded Transaction Costs," CEPR Discussion Papers 10171, C.E.P.R. Discussion Papers.
    5. repec:oup:restud:v:84:y::i:1:p:323-356. is not listed on IDEAS
    6. Vikander Nick, 2019. "Sellouts, Beliefs, and Bandwagon Behavior," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 19(1), pages 1-21, January.
    7. Wenzel, Tobias, 2014. "Consumer myopia, competition and the incentives to unshroud add-on information," Journal of Economic Behavior & Organization, Elsevier, vol. 98(C), pages 89-96.
    8. Bourguignon, Hélène & Gomes, Renato & Tirole, Jean, 2019. "Shrouded transaction costs: must-take cards, discounts and surcharges," International Journal of Industrial Organization, Elsevier, vol. 63(C), pages 99-144.

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    More about this item

    Keywords

    welfare; regulation; competition; bounded rationality; consumer protection;
    All these keywords.

    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • L50 - Industrial Organization - - Regulation and Industrial Policy - - - General

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